Interac Association: Story of Flash

Campaign details

Brand: Interac AssociationAgency: Zulu Alpha KiloCountry: CANADA

Marketing Context

Despite being ahead of other contactless payment brands in consumer awareness*, Interac Flash lagged credit card competitors in usage. Only 26% of in-person POS Interac Debit transactions were Interac Flash versus 45% for contactless credit cards transaction**. As people move towards more innovative ways to pay, the adoption of Interac Flash as a modern way to pay within the contactless market became even more critical to keep Interac's position in the front, and not pushed to the back, of the wallet. Through this first-time campaign, we needed Interac Flash to become Canadians' everyday way to pay, which meant shifting payment perceptions and behaviors. And we needed to do this in the face of heavy competition in the contactless payment world.
*Navigator, Interac Flash Security Tracking Study, August 2017.
**DIG, Market Share and Segmentation Presentation, March 2017.